Ever wondered what happens to your Ad traffic after in lands on your website?


Meta Ads Manager’s default Performance dashboard has lots of information in it, some of which is useful. But lots of it isn’t. And it doesn’t give you a clear picture of what website users are doing after clicking the link in your Ad.

When you create a custom dashboard, you have the option of deleting the columns you’re not going to use all the time and adding in columns that help you to understand what’s happening to the Ad traffic after it reaches the website.

You can also rearrange the order the columns appear to mirror the journey you want your Ad traffic to take through your website.

Here’s the step-by-step process you need to follow:

  1. Find the green “Create Ad” button, then scroll across that row to the “Column” button (which is on the righthand side just past the centre). Click the dropdown arrow next to the word Column.
  2. Click on “Customise Columns…” at the bottom of the dropdown menu.
  3. Use the search bar to find “Outbound Click through rate”, tick the box next to it.
  4. Repeat Step 3 for the following: Landing page views (tick total), Content views (tick total), Add to Cart (tick total), Checkout Initiated (tick total), Website Purchases (tick total and value) and Purchase ROAS (tick total)
  5. Scroll down the column on the right and untick all the boxes that appear under things like View Content.
  6. If you want to change the order of the columns you can drag and drop them by clicking on and holding the 6 dots next to the column name. I like to order them in the same sequence as the customer journey on the website. That way you can see where people are leaving, which can help identify areas for improvement on the website, as well as short term technical issues.
  7. I usually also add an Average Order Value column. To do this click on Create Custom Conversion (to the right of the search box). Write AOV in the Description. Type Purchase in the Formula box, select Purchases Conversion Value. Click the division sign. Then type Purchase again and select Purchases. Then click the blue “Create Metric” button. You’ll return to the main menu. Type AOV in the search box and tick it to add it to your columns.
  8. Tick the box at the bottom left of the menu to Save as preset. Name your menu (I usually call mine Ecomm) by typing into the box that appears. Then click the Blue “Apply” button on the bottom right of the menu.
  9. This will take you back to Ads Manager. If you click the dropdown Column arrow again and scroll to the bottom of the menu you can set your new Ecomm dashboard as you default menu (the one that will always appear).


This dashboard helps you see what proportion of your Ads traffic takes the time to look at products, adds things to their basket and ultimately completes a purchase. Which helps you see where there might be bottlenecks and barriers to purchase on your website.

By adding the Average Order Value Column, you can also see which of your Campaigns, Adsets and Ads are driving the highest value orders. So you can focus more of your budget on them.

If you need help with Meta Ads, I offer bespoke 1-2-1 training, as well as strategy and full management services.

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